This Master's Thesis deals with the introduction of the new type of contact lenses ACUVUE to the Czech market. The thesis is divided into three parts. The first is focused on theoretical analysis of the standard procedure for introducing of new products to the market which is possible to find in professional publications. The practical part analyses the introduction procedure of new ACUVUE contact lenses in Vision Care Division of Johnson & Johnson company. Final part of this thesis includes evaluation of the Vision Care marketing strategy and recommendations which can improve the introducing procedure for the future. The required outcome of this work is the evaluation of the analysis and set a few recommendation for improvement of the introduction process for the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76454 |
| Date | January 2009 |
| Creators | Horáčková, Andrea |
| Contributors | Boučková, Jana, Mohelská, Hana |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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